CASE STUDY
Video courtesy of the Arizona Cardinals
Situational Analysis​​
Building a Foundation for Success: Changing Perceptions.​​
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In the early 2000's, this long-suffering NFL franchise had experienced decades of on-field mediocrity, inadequate stadium facilities, an undersized staff and the clear lack of a strategic plan.
Fan frustration was high. Visiting team fans outnumbered Cardinals fans at home games. The perception amongst local media, national media and fans about the Arizona Cardinals was:
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They were cheap;
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They didn’t have a plan; and,
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They didn’t give a damn.
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INTERIM STEPS
Thankfully, there was one significant cornerstone to build upon amidst all the negative factors. The very fans and media members who questioned the Cardinals’ commitment desperately wanted the team to be successful. While most Cardinals fans grew up supporting other franchises, they loved the NFL and wanted nothing more than to adopt the team as their own. All the club had to do was convince them they had a burning desire to win and were committed on and off the field to doing so. We believed fans would fully embrace the team if was able to visibly demonstrate that commitment.
Ultimately, we understood that a modern, new stadium would be the key to the teams long-term success. However, we needed to show some tangible signs of change in order to convince local politicians and the public of the club’s new found commitment. Accordingly, we took a number of interim steps, including:
INITIAL IMPACT
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​Many fans and local media were willing to consider that a new era was indeed dawning for the Arizona Cardinals. While significant skepticism remained, there was momentum amongst key stakeholders resulting in the passage of Proposition 302 in November, 2000. The Arizona Sports and Tourism Authority (AZSTA) was established as a result of Prop. 302 and became responsible for owning and operating State Farm Stadium; funding tourism promotion in Maricopa County; funding the construction and renovation of Cactus League spring training facilities; and funding Youth and Amateur Sports projects and programs.
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LONG TERM SUCCESS
State Farm Stadium opened in 2006 showcasing a retractable roof and a natural grass playing surface. It has a fixed seating capacity of 63,400 (expandable to over 73,000 for larger events).
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NFL fans responded in record numbers to the opening of the Cardinals new home. The team sold 50,000+ season tickets and sold out every home game at State Farm Stadium starting with its grand opening in 2006 through the 2020 NFL season. This was the longest stretch of sellouts in the 100+ year history of the franchise.
Other franchise highlights since 2006 include:
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NFC West Champions in 2008, 2009, and 2015
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2008 Super Bowl Appearance
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2015 NFC Championship Game Appearance
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In addition to Arizona Cardinals games, State Farm Stadium has hosted a myriad of major sporting events, including the annual Fiesta Bowl, Super Bowl LVII in 2023, and the NCAA Men's Final Four in 2024.
